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Multiple channel systems in services: pros, cons and issues

Author

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  • Filipe J. Coelho
  • Chris Easingwood

Abstract

The number of companies in the services sector making use of two or more channels of distribution to market their products is increasing steadily, and this strategy is expected to become the dominant channel design. Nonetheless, research on the design of multiple channel systems is decidedly sparse. This article attempts to make a contribution to this topic by discussing the possible benefits of a multi-channel distribution strategy, the possible drawbacks and by discussing a number of issues that emerge. Finally the potential contribution of a number of research perspectives to a better understanding of the drivers of a multiple channel system is discussed.

Suggested Citation

  • Filipe J. Coelho & Chris Easingwood, 2004. "Multiple channel systems in services: pros, cons and issues," The Service Industries Journal, Taylor & Francis Journals, vol. 24(5), pages 1-29, September.
    • Handle: RePEc:taf:servic:v:24:y:2004:i:5:p:1-29
    DOI: 10.1080/0264206042000276810
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    Cited by:

    1. Min Feng & Driss Bourazzouq, 2021. "" How the actors of the traditional distribution resolving by business laws, tensions related to the mutation of the supply chain," Working Papers hal-03241985, HAL.
    2. Veronica Digiorgio, 2016. "Impact of promotional tools on reservation channels management: a descriptive model of Italian accommodation facilities," Information Technology & Tourism, Springer, vol. 16(4), pages 347-373, December.
    3. Agatz, Niels A.H. & Fleischmann, Moritz & van Nunen, Jo A.E.E., 2008. "E-fulfillment and multi-channel distribution - A review," European Journal of Operational Research, Elsevier, vol. 187(2), pages 339-356, June.
    4. Barwitz, Niklas, 2020. "The relevance of interaction choice: Customer preferences and willingness to pay," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Shamout, Mohamed Dawood & Emeagwali, Okechukwu Lawrence, 2016. "Examining the impact of electronic supply chain management processes on customer satisfaction: A literature review," Business and Economic Horizons (BEH), Prague Development Center (PRADEC), vol. 12(3).
    6. Hara, Yoritoshi & Choi, Yonghoon, 2023. "Vertical and horizontal governance in multiple-channel systems," Journal of Business Research, Elsevier, vol. 156(C).
    7. Udo Klotzki & Nadine Gatzert & Bjoern Muenstermann, 2017. "The Cost of Life Distribution in Europe," The Geneva Papers on Risk and Insurance - Issues and Practice, Palgrave Macmillan;The Geneva Association, vol. 42(2), pages 296-322, April.
    8. Ryu, Do-Hyeon & Lim, Chiehyeon & Kim, Kwang-Jae, 2020. "Development of a service blueprint for the online-to-offline integration in service," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    9. Trigo Gamarra, Lucinda, 2007. "Single- versus multi-channel distribution strategies in the German life insurance market: A cost and profit efficiency analysis," Thuenen-Series of Applied Economic Theory 81, University of Rostock, Institute of Economics.

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